Own label has the recipe
It can copy a jar. It cannot put a chef’s name and face on every product in the range.
For the retailer
CHEF ATIK
ATIKUR RAHMAN
Grocery and frozen.
One brand, behind a face. A bay with a header, and a branded cabinet.
Market context
South Asian food is already a British meal.
People cook it and eat it at home. There is no single published figure for the whole category. This is the population the food sits in.
4.1 million
People in England and Wales identifying as Indian, Pakistani or Bangladeshi. Indian 1,864,318. Pakistani 1,587,819. Bangladeshi 644,881.ONS Census 2021, published 29 November 2022
5.5 million
The wider Asian, Asian British or Asian Welsh population, up from 4.2 million in 2011. The number cooking and eating the food is larger than either count.ONS Census 2021
These are people, not a sales total. The next slide is what they buy when the meal is cooked at home.
Market context
The curries are already on the shopping list.
These are sauces and meals people buy to eat at home. The brands that grew are the ones a shopper can name.
£29.2m
Tikka masala, the largest Indian cooking-sauce flavour. Korma £17.7 million. Butter chicken £11.8 million.Circana, 52 weeks to 31 August 2024
Leads
Indian remains the leading UK world cuisine. Frozen ready meals were the strongest-growing format in 2023.Mintel, UK World Cuisines, 2024
+23.1%
Schwartz value, with a chef partnership. Volume +13.7%. The Spice Tailor value +14.6%, units +7.6%. Cooking-sauce brands overall sold less.NIQ, reported by The Grocer, 2024
Circana flavour value via Premier Foods Category Insight: Cooking Sauces. The food is already mainstream. A brand behind a face is the opening.
Introducing
CHEF ATIK
ATIKUR RAHMAN
The chef on the pack.
- Atikur Rahman is the brand. The portrait does not change.
- Grocery and frozen carry the same face and the same wordmark.
- That is the point of difference. Everything else is the range.
What this brings a retailer
A brand the aisle can use.
Someone to choose
Shoppers can pick a person. A run of jars with no name does not give them that.
One range, two fixtures
The same brand in grocery and frozen. It reads as one decision, not two listings.
Missions you already sell
Weeknight curry, family bread, a snack from the freezer, breakfast paratha.
Demand with a destination
Once ranged, the chef can point people at your aisle. Not awareness with nowhere to buy.
How he has built it
Staples, and the food around them.
He has built it from his expertise: the staples, and the food that means you can make amazing food at home.
Grocery
- Basmati rice
- Chakki atta
- Vegetable oil and ghee
- Garam masala and curry masala
- Tikka and butter chicken sauce
- Ginger and garlic paste
- Mango chutney and mango lime pickle
Frozen
- Plain and lacha paratha
- Plain naan, garlic and coriander naan
- Vegetable and chicken samosa
- Onion bhaji and vegetable pakora
- Chicken and lamb seekh
- Butter chicken
- Chicken tikka masala
What the grocery range looks like
A bay, with a header.
Chef Atik ranged as one grocery bay. A header in the aisle, and the staples on the shelf beneath it. Prices in the picture are not ours.
What the frozen range looks like
A branded cabinet.
The frozen range in a glass-top cabinet, under a Chef Atik fascia. Paratha, naan, samosa and butter chicken, one brand the length of the fixture.
Summary
Range Chef Atik in grocery and in frozen.
- 01The market already cooks this food at home. The flavours are on the list.
- 02The opening is a strong brand, behind a face.
- 03That face is Atikur Rahman. One wordmark across both fixtures.
- 04Grocery is a bay with a header. Frozen is a branded glass cabinet.
- 05Twenty-three SKUs. Prices agreed with you, not assumed.
